Syndicate Helps HA

Hunt Adkins’ relationship with Ogilvy & Mather’s creative Syndicate was a major factor in helping the agency win its largest account.
Accelerated Sciences Corp. was set to award its $35 million account to an undisclosed, larger agency when executives from Hunt Adkins used a relationship between the shop’s director of brand development Richard Schwartz and company chairman Wole Fayemi to get an audience.
The Minneapolis shop then used its link to O&M’s larger resources through that shop’s Syndicate boutique to forge a deal, Fayemi said.
“Their link to the Syndicate and the global resources of Ogilvy & Mather were a part of my decision,” Fayemi said. “Having access to those things was very important.”
Though the Los Angeles-based company named HA its agency of record, the $50 million creative boutique is likely to enlist O&M’s help in media planning and buying of the account, said agency president Patrick Hunt. Details of that arrangement have not yet been worked out, he said.
The agency will be involved in all aspects of strategic and content development and advertising for the company’s flagship product, Motorious.com, a Web site introduced last week that offers a broad range of services to consumers in their 20s.
Though closely tied to the auto customization after-market industry, Fayemi said the portal is an entertainment/lifestyle site. It allows consumers access to a range of products and services, he said.